Wants

The Logo must appeal to men who love sport and love talking about it. They are likely to be between 18 and 45, well educated and reasonably wealthy for their age. They like sports news and talking about sports because it allows them to be witty and irreverent.

To appeal to these consumers the logo should have a clean, professional, masculine feel about it. Much more GQ Magazine than Nuts or Loaded Magazines.

The word would be pronounced ‘pundit it’ so the logo design must communicate this pronunciation.

The key test for the design is that when someone sees the Logo they should ‘Get’ the concept straight away.